As someone who gives out advice on buying watches for a living, I tend to notice trends that, in turn, become rules that can help people avoid potentially expensive mistakes. That’s what this article is: a list of situations I’ve noticed that often make for poor luxury watch purchases. And by poor purchase, I mean a watch that you either won’t wear and enjoy or will not hold monetary value—or even both.
I’m passionate about this topic because I believe that when someone buys a luxury timepiece, they are rewarding themselves (or someone else), so they should enjoy it to the fullest extent. That means that the luxury watch experience isn’t just about spending a lot of money. You still need to go through the process of actually determining what type of watch is a good fit for you as well as choosing a specific watch, as there are so many seemingly similar ones at any price range.
Exceptions exist to most of the suggestions below, meaning that there are times when watches that fit the description below are a good buy, even if you’re spending a lot. With that said, if you don’t want your next luxury watch purchase to turn out poorly, follow the advice below to avoid some common mistakes.
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A few years ago, many watch executives bought into the idea that people don’t buy watches to tell the time anymore. Though that’s technically a false statement, it ignores the obvious fact that once someone puts a timepiece on, it only stays on if it’s actually legible. What it boils down to is the fact that we only use tools that are decent at their job. And even if someone initially buys a watch as a status item, once they start wearing it, they’ll actually start using it to tell the time. People don’t realize how useful watches can be until they start wearing them.